Long Road Investment Counsel provides portfolio management for individuals and small businesses.
Long Road Investment Counsel reports 34 clients. They include 34 high-net-worth individuals. Of its assets, 100.0% ($346M across 104 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | Fewer than 5 | <1% |
| High-net-worth individuals | 100% | 100% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | Fewer than 5 | $1.34M | 0.4% | — |
| High-net-worth individuals | 34 | $345M | 99.6% | $10.1M |
| Total | 34 | $346M | 100% | — |
- Clients
- Fewer than 5
- Regulatory AUM
- $1.34M
- AUM share
- 0.4%
- Avg. per client
- —
- Clients
- 34
- Regulatory AUM
- $345M
- AUM share
- 99.6%
- Avg. per client
- $10.1M
Total
- Clients
- 34
- Regulatory AUM
- $346M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
Long Road Investment Counsel charges 0.50%–0.80% a year for its Investment Management. Each asset band is charged at its own rate. The fee is billed in advance, is negotiable and requires an account of at least $1,000,000.
| Asset band | Annual rate |
|---|---|
| $0–$1M | 0.80% |
| $1M–$5M | 0.75% |
| $5M and above | 0.50% |
Fee details and sources
Charles Wattles owns 75% or more of Long Road Investment Counsel. The leadership team of Long Road Investment Counsel includes President Charles Wattles. It has 2 employees.
Leadership
- Charles WattlesMember, President, Chief Compliance Officer
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
- Marilee Kristen Bartl
- Charles Dwight Wattles
Staff
- 2 employees
- 2 in advisory functions
- 2 state-registered reps
- Owns 75% or more of Long Road Investment Counsel, LLC
Charles Wattles
Control person · since April 2014
Long Road Investment Counsel’s regulatory assets grew from $244M (March 2021) to $346M (March 2026); clients were 34 in both filings and employees rose from 1 to 2.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $346M | 34 | 2 | 1 |
| April 2025 | $316M | 35 | 2 | 1 |
| March 2024 | $284M | 39 | 1 | 1 |
| March 2023 | $253M | 35 | 1 | 1 |
| March 2022 | $301M | 34 | 1 | 1 |
| March 2021 | $244M | 33 | 1 | 1 |
Besides its headquarters, Long Road Investment Counsel has 0 offices, with 1 listed address in Michigan.
Michigan · 1 listed address
- 107 W. Michigan Ave, Suite 804, KalamazooHQ
Contact and registration details
- Legal name
- Long Road Investment Counsel, LLC
- Headquarters
- 107 W. Michigan Ave, Suite 804, Kalamazoo, MI 49007-3946
- Website
- longroadinvestment.com
- Phone
- 269-488-8001
- SEC file
- 801-79721
- Structure
- Michigan LLC
- Fiscal year end
- December
Long Road Investment Counsel uses PNC Bank ($219M, 79%) and William Blair & Company ($58.6M, 21%) as custodians for its separately managed accounts. Long Road Investment Counsel has custody of $36.5M in client assets for 14 clients.
- PNC BankPNC Bank · Kalamazoo, MI · $219M79%
- William Blair & CompanyWilliam Blair & Company L.L.C. · Chicago, IL · $58.6M21%
At year end, Long Road Investment Counsel’s separately managed accounts were mostly in stocks (81%) and cash (19%). Its reported 13F holdings for the quarter ended 30 June 2026 total $271M across 80 positions; the largest are Oreilly Automotive Inc. (10.3%), Alphabet Inc. (6.3%) and Alphabet CL A (6.1%).
What the accounts hold
- Stocks81%
- Cash19%
Reported 13F holdings
- $271M
- Reported 13F value
- 80
- Positions
- 49.6%
- In the 10 largest
- +6.4%
- Value vs. prior quarter
- Oreilly Automotive Inc.10.3%
- Alphabet Inc.6.3%
- Alphabet CL A6.1%
- Stryker Corporation5.0%
- Automatic Data Processing IN4.4%
- Fastenal CO4.4%
- Illinois Tool Wks Inc.3.8%
- Oracle3.5%
- Apple Inc.3.1%
- Starbucks Corp.2.6%
Together, the ten largest are 49.6% of reported value.
How many clients does Long Road Investment Counsel have?
Long Road Investment Counsel has 34 clients and manages $346 million for them, as of March 2026. They include 34 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 20 March 2026
What services does Long Road Investment Counsel offer?
Long Road Investment Counsel provides portfolio management for individuals and small businesses.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Long Road Investment Counsel charge?
Long Road Investment Counsel charges 0.50%–0.80% a year for its Investment Management. Each asset band is charged at its own rate. The fee is billed in advance, is negotiable and requires an account of at least $1,000,000.
Source: LONG ROAD INVESTMENT COUNSEL, LLC ADV PART 2A FIRM BROCHURE, filed 20 March 2026
Which custodians does Long Road Investment Counsel use?
Long Road Investment Counsel’s separately managed account assets are held at PNC Bank (Kalamazoo, MI), with $219M and William Blair & Company L.L.C. (Chicago, IL), with $58.6M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 20 March 2026
How many financial advisors does Long Road Investment Counsel have?
Long Road Investment Counsel has 2 investment adviser representatives registered with state securities authorities, out of 2 employees, and 2 perform investment advisory functions. None are registered representatives of a broker-dealer or licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Long Road Investment Counsel invest in?
At the end of its last fiscal year, Long Road Investment Counsel’s separately managed accounts held 81% exchange-traded equities and 19% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Does Long Road Investment Counsel have a minimum investment?
Yes, Long Road Investment Counsel’s minimum account size for its Investment Management is $1M.
Source: LONG ROAD INVESTMENT COUNSEL, LLC ADV PART 2A FIRM BROCHURE, filed 20 March 2026
Who owns Long Road Investment Counsel?
Long Road Investment Counsel’s direct owner is Charles Wattles (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 20 March 2026
How does Long Road Investment Counsel get paid?
Long Road Investment Counsel is paid through a percentage of assets under management. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Long Road Investment Counsel?
Long Road Investment Counsel’s main office is at 107 W. Michigan Ave, Suite 804, Kalamazoo, MI 49007-3946. Its phone number is 269-488-8001. Its website is longroadinvestment.com.